A strong showing in Eastern Europe

Based in Ceská Skalice in the east of the Czech Republic, KSK Bono was established in the 1990s by the brothers Zdenek and Vladimir Kricka together with Miloslav Palata. The pet food manufacturer now employs 250 staff. Having concentrated in the early years on the production of dry food, the firm began manufacturing wet food in 1996. Great importance is also attached to the production of sausages, which with a fresh meat content of 75 per cent are a special treat for dogs and cats. KSK Bono has invested steadily in the latest technology from the outset, and this has enabled the company to react swiftly and flexibly to new trends in the pet food market. On reaching the limits of its production capacity last year due to rapid expansion, the company took over another business and now operates four plants, all situated in close proximity to the firm's headquarters.With an annual output of 40 000 t of pet food and sales of € 15 mio, KSK Bono is one of the leading pet food suppliers in Czechia, claiming the number three spot in the domestic market after Masterfoods and Nestlé Purina Pet Care. It is also a founding member of the Czech Union of Manufacturers of Pet Food and one of the main sponsors of the League for the Protection of Animals.Private label products for international supermarket chains account for 60 per cent of the pet food manufacturer's sales, and since these chains will continue to expand over the next few years, the importance of private label for the company is likely to increase. Nevertheless, KSK Bono attaches great importance to strengthening its own family brand "Bono". The introduction of a new premium line for dogs and cats means that the firm now offers a full range of products.The company has adopted a number of initiatives to increase the level of recognition of its products at home, with TV and radio advertising, billboard advertisements and a so-called "Bono system". KSK Bono also considers regular appearances at dog shows and exhibitions an important part of its strategy for raising the profile of its brand through contact with pet owners.Exports assume considerable significance, accounting for 55 per cent of sales. All the legal prerequisites are in place for operating successfully abroad: KSK Bono is certified as complying with ISO 9001 and HCCP and also holds an export licence for EU states. The company has subsidiaries in Poland, Slovakia and the Ukraine. Elsewhere in Eastern Europe, its products are distributed via…